Medal, Cole's Book Arcade, Federation of the World, Lay Up Real Treasures, circa 1885. This nickel-plated medal is one of a series of medals offering maxims and proverbs issued by E.W. Cole at his Book Arcade. He called the medals 'little missionaries for the spread of educative knowledge' (Dean, 1988, p.36).

According to Sydney Endacott, an employee of Cole, customers were charged three pence for these medals (which he prefers to call tokens) which, when the Arcade was particularly busy, gave them admission to the second-hand books gallery where the orchestra played. Each medal could be exchanged for thee pence worth of goods, but most were kept. The pierced ones were sometimes worn as pendants or on pocket watch chains. The medals served as perpetual advertisements of the Arcade (Victorian Historical Magazine, February 1962). George Dean suggests that the medals were also given in change at Christmas time, and could be used to operate amusement machines (presumably including the symphonion and hens, although these only required one penny to operate).

Cole had his first medal stuck in 1879 and his last one about 1903. The medals were variously gilded, silvered or bronzed, replicating the coinage then circulating, or plated with nickel or white metal. The medal blanks were usually made of copper or brass, but some might have been bronze; aluminium was also sometimes used. In all, perhaps 300,000 medals were struck, in 97 types. Only 50 types are known to have circulated (George Dean, 1988, A Handbook on E.W. Cole: His Book Arcade, Tokens and Medals).

At centre a Tree Fern, above, LAY UP REAL TREASURES; on left side, DO NOT SPEND / ALL YOUR / LEISURE TIME / IN IDLENESS / PLAY / NOVEL READING / ETC.; on right side, BUT USE / A PART OF IT / TO IMPROVE / YOUR MIND / AND / DO SOME GOOD

Reverse Description:

Above rainbow, FOR / REMEMBER / THAT THE KNOWLEDGE AND / GOODNESS WHICH YOU ACQUIRE / IN THIS WORLD WILL BE / YOUR STOCK-IN-TRADE / TO START WITH IN THE NEXT; below rainbow, FEDERATION OF THE / WORLD MEDALS / ISSUED / BY E.W. COLE / BOOK ARCADE MELBOURNE

Edge Description:

Plain

Inscriptions:

Obverse: LAY UP REAL TREASURES DO NOT SPEND ALL YOUR LEISURE TIME IN IDLENESS PLAY NOVEL READING ETC. BUT USE A PART OF IT TO IMPROVE YOUR MIND AND DO SOME GOODReverse: FOR REMEMBER THAT THE KNOWLEDGE AND GOODNESS WHICH YOU ACQUIRE IN THIS WORLD WILL BE YOUR STOCK-IN-TRADE TO START WITH IN THE NEXT FEDERATION OF THE WORLD MEDALS ISSUED BY E.W. COLE BOOK ARCADE MELBOURNE

Shape:

Round

Material:

Nickel-plated

Issued By:

Cole's Book Arcade, Melbourne, Victoria, Australia, circa 1885

References:

Chitty 59 = Dean 80

Bibliography:

[Book], George Dean, A Handbook on E.W. Cole, His Book Arcade, Tokens & Medals, Tarragindi, 1988